By: Fares Akkad, Global Director of Media Partnerships for Facebook & Instagram for Growth Markets (APAC, LATAM, MEA), News at Facebook

Fares Akkad, Global Director of Media Partnership for Facebook and Instagram

Digital technology paced by the evolution of the internet especially over the past two decades has brought to life what we now know as new media.

New media has changed the way we create, distribute and consume information. Evidently, the entertainment and media space has embraced this greatly.

After COVID -19 was declared a global pandemic in 2020, the whole concept of digital transformation speeded up to a whole new level never witnessed before in modern history. Sectors such as healthcare, supply chain operations, and distributions have been disrupted in response to the sudden change in lifestyle and well-being demands.

With all that has happened within the space of twelve months, there seem to be no impossibilities within the digital space and as the sector keeps on innovating here are my top ten technologies that are set to revolutionize the media industry in 2021.

The Reign of 5G Technology

Fifth-generation data connectivity, also known as 5G is paving the way to the full implementation of wireless future. Although it is yet to be fully rolled out in terms of mainstream, 2021 is looking forward to faster and unrestricted data speed on our devices which is set to revolutionize the way we are used to creating and consuming information for our day-to-day lifestyles. Sectors such as Communication, Media, Robotics, and Automation are all set to benefit immensely from this technology. Technically speaking, 5G comes with higher bandwidth and works without cables because devices are connected via radio waves through antennas. This also means it can handle more devices and frequencies at every given time.

The global 5G services market size was valued at USD 41.48 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 46.2% from 2021 to 2028.

Increase In Artificial Intelligence (AI) And Machine Learning (ML)

AI has come to stay and automate how the media industry works. Every media platform uses AI to better personalize content to the end consumer and this will increase on a greater scale in 2021 as the COVID-19 pandemic and its restrictions continue to place improvement demands on existing systems. This will cover headless tech disruptions such as Amazon Alexa to providing Machine Learning algorithms, and digital assistants to better overcome challenges with how content is delivered. In terms of User Experience, for example, the use of AI will provide the necessary help and data needed for organizations in the media space to better maximize Return on Investment (ROI) by minimizing Customer Acquisition Costs.

Simplifying Interactions Via IoT

IoT which is an acronym for ‘Internet of Things’ uses software technology to simplify how we interact whether in our homes, offices, omnichannel for the media spaces, and the overall environmental needs. The sensors in products such as wearables, interior, and exterior architectural furnishing, as well as any commonly used device communicate with each other using IoT; saving us resources and even emissions with regards to environmental sustainability. Facebook is already in the process of designing and manufacturing processors to be used in its own consumer devices, as well as in artificial intelligence and data center applications.

Better Video Experience With Virtual Reality (VR)

Virtual Reality (VR) systems promise us a new way of interacting with video content through simulation of realistic images and sounds via headsets and selected devices. Already, the global shipments of virtual and augmented reality headset shipments in 2020 amounted to 5.5 million units and it is projected to reach 11 million in 2021 and 43.5 million by 2025. The technology of VR is set to be more sophisticated allowing for a better consumer experience to videos stories. Many businesses are now expected to include VR apps in their media platforms in a bid to increase their connection and engagement with their audience.

Redefinition Of The Technology Of Video Creation, Distribution And Consumption

If the content is king in the media and marketing space, then video is its crown! It is predicted that in this year alone, 80% of the world’s internet traffic will come from volumetric video content. COVID-19 has been a formidable catalyst in accelerating the demand for services such as over-the-top (OTT) streaming services like Netflix and co-viewing over what the audience has always known traditionally. Global OTT Video segment is projected to reach US$171,772M in 2021 with market volumes estimated to rise as a result of increased user penetration due to change in behavioral patterns; an effect of restrictions such as lockdowns and remote working has brought about. For content creators, AI will make it possible to become more innovative through the latest online design tools.

Real-Time Viewing With E-Broadcasting

One of the areas that suffered setbacks as a result of the COVID-19 global pandemic was Sports and its media components. Patrons and stakeholders have had to rely on E-broadcasting as the source of distribution and consumption to heighten interest and also remain profitable. Driven by technologies such as 5G and AI, this trend is expected to continue at an all-time high in 2021 as an uptick in demand for streaming services is becoming the preferred choice for viewers around the world. This is not only applicable to sports but other areas such as live event hosting and others that require the need for seamless media experiences on-demand.

A Whole New World Of Photography

If you are into image and content quality, then you simply can’t wait for the innovations in Ultra HD: 4K and 8K. Currently, there is generally a lack of 8K content in the industry but since with the aid of AI technologies, 4K can easily be upgraded to 8K the market demand for improved quality content will be satisfied with the right connection and device.

Gaming Just Got Better

The emergence of edge-cutting technology will teach us to take gaming more seriously this year and beyond. Amplified by the change in routine practices as a direct effect of the COVID-19 pandemic, gaming will become more interactive with video game streaming enabled by 5G and VR/AR, more commercialized with increased online betting especially in sports, with more quality graphics with the likes of 4K improvement on devices such as PlayStation 5.

Everything Data Under The Spotlight

When we talk about technologies that revolutionize data, there are several components to consider such as acquisition, processing, storage, distribution, and interpretation. In acquisition and processing, the evolution of Customer Data Platforms (CDP) will solve many challenges here. In terms of storage and distribution, hybrid cloud infrastructure is set to overtake traditional cloud applications and software. When it comes to interpretation, Analytics and Machine Learning algorithms will be heavily relied upon to understand consumption needs. Privacy concerns will not be forgotten, as there has even been a rise in online hacking attacks since COVID-19 became a global pandemic. For users, confidentiality concerns will be addressed through best practices by tech companies as technologies that block ad-blockers are still being developed to fit in with the overall experience. Another good news for the consumer is that major organizations like Google are planning to block third-party cookies in their browsers. Not so bad!

Inching Closer To Environmental Sustainability Goals

Technologies that promote environmental sustainability are being preferred to those that don’t. With each passing day, people are becoming more conscious of the climate and the need to protect it through viable initiatives. Within the media space, there will continue to be an increase in expectation for sustainable design; whether with IoT, supply chain operations, User Interfaces, or production of content. For instance, as a result of reports suggesting that tons of CO2 are emitted during TV productions, the BBC recently published papers about the footprint of distributing radio and TV in a bid to lead the campaign for a more sustainable environment. 

With the emergence of disruptive technologies as a result of the ever-changing behavioral patterns, there is a lot more to look forward to in terms of how data and content are perceived. A lot of work is still being done; some at the development stage, with new technologies yet to emerge.

The future is unimaginable and looks good.